Leon Potgieter well settled at the Bulls
Leon Potgieter was recently appointed Executive: Commercial and Finance at the Blue Bulls Company (Pty) Ltd.
Grounded and experienced, Leon welcomes change yet knows the value of history. Eager to further commercialise the Blue Bulls brand, the Limpopo born Chartered Accountant is ready to take the Bulls game plan to the next level.
Leon Potgieter’s passion and enthusiasm for his work is evident as he speaks of the Blue Bulls Company, his transition into the world of rugby as well as the challenges that lie ahead. Potgieter was appointed Executive: Commercial and Finance at South Africa’s most popular and successful rugby Union and oversees the massive portfolio of marketing, commercial, finance, stadium and human resources. In his three-month tenure, Potgieteris impressed by the integrity, warmth, openness and experience that surround him daily,
“I have loved every minute of my new job thus far. The worlds of business and sport are constantly evolving and it is imperative to keep up with those changes, which is why it is so refreshing to work with a group of individuals who are open to change yet remain grounded in nearly 75 years of Blue Bulls tradition.”
Boasting a proud and rich history in the South African landscape as well as in Southern Hemisphere rugby, the Blue Bulls Company has certainly set the benchmark both on and off the field of play. With three Vodacom Super 14 trophies filling the trophy cabinet, the Vodacom Bulls have been leading the race in terms of popularity, sponsorship deals and audience ratings. Potgieterbelieves that the on field successes will assist with his vision for off field play,
“The Blue Bulls Company will always strive for perfection, challenging boundaries yet staying true to our roots and history, which we value and know what an immense role it has to play in our day-to-day business. As an outsider I had no idea just how much went on behind the scenes to create such a dominant brand. I have spent a fair amount of time studying various business models, such as those used onEuropean clubs FC Barcelona and Manchester United. I am fascinated to learn about our competitors, what they’re doing and the ways in which they’re constantly changing and adapting to the times. Something that caught my attention recently was the fact that Barcelona donot allow the sale or consumption of alcohol at the Nou Camp which inevitably creates more of a family atmosphere. I don’t believe we would take it that far, but it’s just interesting to note that they still attract capacity crowds in spite of that fact.”
Potgieter says that his primary goal is to increase the commercial value of the Bulls brand by unlocking the company’s partners potential,
“Sport is a globally lucrative business with billions being pumped into it via sponsorships, endorsements and broadcasting rights deals. There is immense potential to grow and increase your brand exposure by taking full advantage of the possibilities out there. With increased players’ salaries year on year, we are pressurised to increase our revenue streams in order to ensure that our fans are bought the most thrilling on field action.”
Potgieter attributes the on-going success of the Bulls brand to teamwork, determination and vision,
“In my three month stay I have experienced a team that does things properly, with no egos, a single vision and a willingness to give it our all.”
Having gained invaluable experience in international business, commerce and finance, Potgieter says the secret to his success is his ability to keep things simple,
“I believe that I have good people skills and can rally a team around me. I surround myself with people who believe in a common goal, whilst at the same time I understand the team dynamics, because working in a happy environment off the field, will result in a successful team on the field.”
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